Growing a Community on LinkedIn 101
I started diving deep into LinkedIn for social media marketing during my time as a Social Media Specialist at Thomson Reuters back in 2017, and reflecting, I could have never imagined how powerful the platform would be for b2b marketing.
When it comes to the success a company can achieve on the platform, LinkedIn is boundless - and no this is not sponsored by LinkedIn. I firmly believe that the right strategy can help grow any business into a thought leader, attract the right leads, and be an online community hub for your team.
Just like any other major social media platform, LinkedIn works best when you use it in a social way. I’ve spent years growing different types of businesses’ social media accounts, and I can say that the following tips apply no matter what industry you’re in.
Interact with other people and businesses!
LinkedIn is a social community, and it works the best when you put in the time to interact with other accounts. This can work in a few different ways:
1. Tagging a client or partner business: Is there an awesome case study or new campaign you both are excited to get out into the world? Tag your client or partner so they can share it to their feeds and boost the impressions of your post.
2. Giving shout-outs to your employees: This is where the community aspect comes in. It’s always good to remember how far some recognition can go – so take the time to put the spotlight on your employees and make your LinkedIn page feel like an extension of your team. This also helps to show the culture of your company and make it more appealing to potential new hires.
3. Tagging publications your business has been mentioned in: Did you get a mention in the media? Great! Now keep up the momentum by tagging the publication and even the reporter on your page. It keeps the relationship going and it increases visibility of the post.
4. Getting involved in trending conversations and tagging other people and businesses with your thoughts and perspective: This is where you can put in the extra credit! I recommend following hashtags that are relevant to your business and jumping into conversations that help to build you as a thought leader or increase your visibility to potential customers.
Post relevant content!
This one may seem obvious but nailing this is key! Think about what your target audience would find valuable or helpful for their own work and craft a content strategy surrounding that!
1. Use the 80/20 Rule: As a rule of thumb, I have found a content mix of 80/20 has been successful. So, 80% of the time aim to provide valuable or educational content, and 20% of the time promote your brand and services. No one wants to follow an account that just talks about themselves the whole time!
2. Experiment with fun imagery and video content: Posts with an image or video are more eye catching and can help to tell a story to the viewer. Working with Canva or a graphic designer to create on-brand imagery not only helps you look professional, but helps you engage with your audience.
I hope these tips were helpful! I am a big fan of LinkedIn (as I’m sure you can tell!), and I would love to chat LinkedIn strategy with you! Be sure to ask me about the time I went to an event at the LinkedIn Headquarters in London and saw their Harry Potter themed conference room!